Electronic word of mouth effects on consumers' brand attitudes, brand image and purchase intention: an empirical study in Egypt (original) (raw)
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South Asian Research Journal of Business and Management
Due to the rapid advancement of information technology, consumers can exchange information in person and over the internet. This study aimed to examine the effect of Online Advertising and Electronic Word of Mouth (E-WOM) on Brand Image, which in turn had an impact on Purchase Intention for local cosmetic products in Indonesia. A questionnaire was distributed to 210 respondents who had been chosen using a purposive sampling technique. Subsequently, the data were analyzed employing Structural Equation Modeling (SEM) using AMOS 26 software. The primary finding in this research was that Online Advertising and E-WOM had a positive effect on Brand Image and Purchase Intention. In addition, Brand Image had a positive and significant effect on Purchase Intention and played a significant mediating role in Online Advertising and E-WOM.
Majalah Ilmiah Bijak
This study aimed to investigate the function of brand image in mediating the impact of social media and electronic word-of-mouth on purchase intention. Methods The causality technique is employed in this study. Customers who purchase on South Tangerang's Lazada marketplace make up the study's demographic. Purposive sampling was employed to select samples from up to 150 respondents. SEM (Structural Equation Model) analysis with the SMART PLS program was employed for the data analysis. The research showed that social media and electronic word-of-mouth (E-WOM) had a favorable and significant impact on brand perception. Brand image can act as a mediator between Electronic Word of Mouth (E-WOM) and social media factors on purchase intention. E-WOM and social media have a favorable and significant impact on purchase intention. The findings of this study suggest that social media and electronic word-of-mouth (E-WOM) can, directly and indirectly, improve purchase intention through b...
2014
This study aims to explain the effect of Word of mouth on purchase intention through brand image. The focus on cell phone brands specifically. The sample of this study consisted of university students residing in Turkey. Data were obtained with a questionnaire and the face to face method after briefing the participants. The results of the study showed that there is a significant positive relationship between the electronic word of mouth on brand image and purchase intention.
Management Science Letters , 2019
This study aims to examine the effects of electronic word of mouth communication (eWOM) among consumers on purchase intention and brand image, specifically, Generation Y and Z groups in relation to smartphone brands. The study utilizes an empirical research model using data col-lected from 402 valid respondents among consumers who use smartphone brands in North Cyprus. The study uses structural equation modeling (SEM) to explore and conduct the analysis. The results confirm the significant effects of eWOM on purchase intention through brand image and the mod-erating role of product type among eWOM, purchase intentions and brand image. The study also recommends that firms and marketers must concentrate on online communication channels to af-fect consumers’ intention toward purchasing brands and brand image. Moreover, the current study model suggests that future study can be extended in different context, countries (i.e. developed, emerging, developing), industries (i.e. banks, e-commerce, tourism) and different social media platforms sites (i.e. Facebook, Twitter).
This study aims to examine the effects of electronic word of mouth communication (eWOM) among consumers on purchase intention and brand image, specifically, Generation Y and Z groups in relation to smartphone brands. The study utilizes an empirical research model using data collected from 402 valid respondents among consumers who use smartphone brands in North Cyprus. The study uses structural equation modeling (SEM) to explore and conduct the analysis. The results confirm the significant effects of eWOM on purchase intention through brand image and the moderating role of product type among eWOM, purchase intentions and brand image. The study also recommends that firms and marketers must concentrate on online communication channels to affect consumers' intention toward purchasing brands and brand image. Moreover, the current study model suggests that future study can be extended in different context, countries (i.e. developed, emerging, developing), industries (i.e. banks, e-commerce, tourism) and different social media platforms sites (i.e. Facebook, Twitter).
Marketing Intelligence & Planning, 2012
Purpose-Word-of-mouth (WOM) has been recognized as one of the most influential resources of information transmission. The advances of information technology and the emergence of online social network sites have changed the way information is transmitted. This phenomenon impacts consumers as this easily accessible information could greatly affect the consumption decision. The purpose of this paper is to examine the extent to which eWOM among consumers can influence brand image and purchase intention in the automobile industry. Design/methodology/approach-Measurement items are adapted from existing scales found in the marketing literature. Academic colleagues reviewed the items for face validity and readability. The scales are evaluated for reliability, convergent validity, and discriminant validity using data collected in a survey of Iran Khodro's prospective customers in Iran. A structural equation modeling procedure is applied to the examination of the influences of eWOM on brand image and purchase intention. The research model was tested empirically using a sample of 341 respondents who had experience within the online communities of customers and referred to Iran Khodro's agencies during the period of research. Findings-The paper found that eWOM is one of the most effective factors influencing brand image and purchase intention of brands in the consumers' markets. Research limitations/implications-The paper outlines ways to effectively promote a brand through online customer communities, as well as general tips for web site and forum moderators for facilitating such presentation in a manner useful to the members of their online communities. While there is a substantial research stream that examines branding of consumers goods and an increasing literature on product brands, little is known about brand image in the context of online communications. This paper extends existing measurement of brand image to a new setting, namely eWOM. Originality/value-This paper provides valuable insight into the measurement of eWOM, brand image, and purchase intention in the automobile industry and offers a foundation for future product branding research.
This paper summarizes the arguments and counterarguments within the scientific discussion on the issue of Electronic Word-of-Mouth (eWOM) on brand image and purchase intention. The main purpose of the research is to investigate the effect of Electronic Word-of-Mouth (eWOM) on brand image and purchase intention, a study on Malaysia's automobile industry focusing on Malaysian branded cars. Systematization literary sources and approaches for solving the problem, before we embark to the details of this research, the paper will give a synopsis of the study indicates that purchase intention. The relevance of the decision of this scientific problem is that many studies need an Investigation of the topic of Electronic Word-of-Mouth (eWOM) on brand image and purchase intention. In the paper is carried out in the following logical sequence Methodological tools of the research methods were done huge reviews of the pervious researches. The object of research is the chosen Malaysia's automobile industry focusing on Malaysian branded cars, because namely they have an intention of the customers. The paper presents the results of past studies and showed that the new proposed framework. The research proposed future direction and potential solution of the issues. Initially this will highlight commence with a research background followed by a problem statement then significance of the study which will eventually be trailed with the research questions, research objectives and lastly, limitations will be elucidated.
Proceedings of the Proceedings of the 1st Padjadjaran Communication Conference Series, PCCS 2019, 9 October 2019, Bandung, West Java, Indonesia, 2020
The purpose of this research is to find out and analyze electronic word of mouth (eWOM) in social media Instagram, can influence brand attitude and purchase intention in lipstick brand By Lizzie Parra (BLP). BLP is a lipstick product that was born through a digital store first, and then they opened its offline stores which are now spread in three cities in Indonesia. This research was conducted by using a quantitative method with convenient sampling while data were collected from scaled questionnaire through using the online survey. The use of this method isn't only illustrates the concepts and facts that exist, but intends to analyze and explain the causal influence between the variables through hypotheses testing. The sample in this study totaled 110 respondents, the sampling technique was taken random with the criteria of female that having an Instagram social media account, also knowing BLP lipstick products. Data were analyzed using a variance-based Structural Equation Model (SEM), using the Analysis of Moment Structures (Amos). Word of mouth significantly it has a strong influence on brand attitude and purchase intention.
International Journal Of Humanities Education and Social Sciences (IJHESS)
Electronic word of mouth (E-Wom) is currently something that is needed and is considered by consumers before choosing to use or consume something. In addition to e-wom, consumers also consider the image of a company. The better the company's image and positive reviews, the more it will make consumers believe in consuming or using a brand. This study aims to determine the effect of e-wom and brand image on online shopping behavior through online purchase intention on Shopee users. This research is quantitative research with the help of SPSS 22 software. The population in this study is Shopee application users. The sample in this study was 200 respondents. In addition, to test the feasibility of the instrument, validity and reliability tests were used, and classical assumption tests, hypothesis testing, and path analysis methods were used. The results showed that (1) e-wom has a positive and significant influence on online shopping behavior, and (2) e-wom has a positive and signif...
International Journal of Online Marketing, 2018
Electronic communication has become an essential part of consumers' everyday lives. Consumers rely on the internet as an alternative source of information pertaining to brands that can be accessed easily. As a result, electronic word of mouth (e-WOM) has become a force to be reckoned with that needs to be understood in order to be properly managed. This research investigates how the credibility of the brand as a source of information might be influenced by consumers' engagement in e-WOM and whether this influence subsequently reflects on their purchase intentions. The research findings indicate that indeed there is a relationship between e-WOM and brand credibility that reflects both directly and indirectly on the consumer's purchase intentions. Based on this, several recommendations are developed to help managers navigate their online presence in a way that specifically suits their consumers' internet usage patterns, in order to effectively manage available e-WOM on their brands.